A unique brand association is bringing back the iconic Yellow Pages for a limited three-month run, as Selfridges has collaborated with Yell.com to launch the ‘Yellow Pages, Directory of Now’.
Almost five years on from when the final copies of the 53-year-long run of the Yellow Pages were delivered in January 2019, its namesake is returning to help Selfridges showcase the absolute best in food, fashion, art and more in the Selfridges store locations of London, Manchester and Birmingham.
A match made in brand-partnership heaven, the businesses with identical brand colours and rich British heritage will be bringing the Yellow Pages from the living room to a luxury setting, as the 72-page ‘Directory of Now’ will be available in-store, with a takeover of the specialist Chiltern Street newsagent Shreej and with other key partners including Versace, NEWGEN, Jil Sander, Nina Ricci by Harris Reed and Martine Rose.
This nostalgic guide to the current cultural zeitgeist will also be available in audio and digital versions, so more people can get their hands, on this one-off Yellow Pages revival.
Yell, which has granted Selfridges the licence to use the ‘Yellow Pages’ trademark, know a lot about giving the Yellow Pages a digital presence, having become a fully online business in 2019, which now helps to connect more than 2.5m businesses with consumers via the Yell online marketplace, and further bolster their visibility with various digital marketing solutions.
Luke Taylor, Co-CEO of Yell Ltd commented: “Yell has evolved a lot since we delivered the final copies of the Yellow Pages in 2019, but we’ll never forget how the business started, and we can’t think of a better brand to bring back those origins with, than Selfridges. The parallels between both businesses go deeper than just the yellow and black branding, as both of us have been a constant in British life for decades now and have always been focused on offering the very best to our customers – be it helping someone to find the perfect outfit, or the ideal business for a variety of needs’’.
